- Joey King, a confirmed Miu Miu brand ambassador, curated a selection from the brand's latest L'Eté collection for the "Miu Miu Selects" in-store event at the brand's 57th Street boutique in Manhattan, alongside stylist Jared Eng.
- King's picks centered on denim, forest green pieces, including a suede pencil skirt, and summer-ready tops, chosen to mix and match across the full selection.
- The curated edit was celebrated with a store party on the evening of May 12, 2026, where King walked guests through her choices and explained her personal styling philosophy behind each pick.
- King is set to star in the highly anticipated Practical Magic 2 alongside Nicole Kidman and Sandra Bullock, keeping her firmly in the Hollywood spotlight heading into a major press cycle.
Joey King brought her personal style instincts to Miu Miu’s 57th Street Manhattan boutique on May 12, 2026, hosting the brand’s latest “Miu Miu Selects” event. a curated in-store experience that invited the actress to handpick pieces from the brand’s Miu Miu L’Eté collection alongside her stylist, Jared Eng.
King, who wore Miu Miu at both the 2025 and 2026 Met Galas as a brand ambassador, leaned into denim, forest green silhouettes, and breezy summer tops.
A standout was a green suede pencil skirt she described as unexpectedly flattering. “I’m noticing that forest green brings out the hair in a way that I feel very confident in,” she said of her newly red locks, dyed for an acting role she later chose to keep.
King designed her selection to feel cohesive but eclectic, pieces that could work together in any combination. “I wanted it to feel like you could mix any purse with any outfit,” she said.
The “Miu Miu Selects” concept has become one of the brand’s most high-profile in-store activations. In 2024, Gigi Hadid hosted the Miami edition, while Cailee Spaeny led the Milan stop and TWICE’s Momo took on Tokyo. The brand’s SS 2026 campaign also features Olivia Rodrigo and Li Gengxi.
Beyond Miu Miu, King’s recent brand portfolio includes a 2026 Global Ambassador deal with Neutrogena for its Evenly Clear adult acne line, and prior partnerships with Longchamp and Pomellato.
The strategy mirrors what Gwyneth Paltrow has done with culture-driven brand activations, using a personal, curated touch to deepen brand connection with consumers.
King is set to star in Practical Magic 2 alongside Nicole Kidman and Sandra Bullock, keeping her firmly in the cultural conversation through the remainder of 2026.
Takeaways
Miu Miu isn’t just putting celebrities in ads, it’s letting them become the brand experience. The “Miu Miu Selects” format is smart retail strategy: it turns an ambassador relationship into a shoppable personality, giving fans a reason to walk into the store and feel a human connection to the collection.
Joey King’s curation (personal, self-aware, body-positive in its framing) speaks directly to a generation that values authenticity over polish. And with Practical Magic 2 on the horizon, tying King tighter to the brand right before a major press cycle is calculated timing.
Is “Miu Miu Selects” becoming the most effective celebrity-retail activation format in luxury fashion right now, and why does it seem to land better than traditional campaigns? Could the personal, body-positive language King used during this event shift how luxury brands talk about clothing fit and self-image in their activations going forward?
